Carlsberg launches pub business building website

Carlsberg has developed a new business building website for licensees to help them attract more customers and save money.

As part of its "We Deliver More" campaign, the brewer has built the site to offer tips and advice on how to make more money.

The site offers:

• Free HR advice.

• Free staff training via the Carlsberg UK academy.

• Design templates for POS material, from posters to food and drinks menus.

• The ability to create and send personalised direct mail to a targeted consumer list from a database of 26m consumers.

• Direct feedback from consumers through a mystery shopping programme.

• Advice on rates appeals and over-payments.

• Cost savings initiatives ranging from rates or insurance to loans for capital investments.

"This represents a big departure for our sales teams, whose focus has traditionally been on trying to sell more Carlsberg through our customers," said Carlsberg UK head of on-trade marketing David Scott.

"Now, our focus is not on helping our customers sell more of our beer, but on helping our customers attract more custom full-stop.

"We have recognised the need for large brewers such as ourselves to work much more closely with the on-trade and offer them genuine support across the key areas of people, sales and savings."

Mike Sawer, licensee at NBs pub in Northampton, trialled the system. "We are having to fight harder and harder to get customers through the door in the current climate and as an independent business we simply don't have the resources that larger pub companies have access to," he said.

"Being able to develop POS and marketing material to promote our DJ nights or special offers that we're running is something that we would never have been able to do on a regular basis before. The trial has been a huge success."